Innovative use of video for content marketing Peter Hackes, President, Performedia LLC

About performedia Founded in 2003, Performedia was a pioneer and is now a leader in video solutions for event and content marketing. We provide services to publishers, associations, and corporations.

VIDEO Yes.

Other people’s stats Business Video Stats – Video promotion is over 6 times more effective than print and online (Atlas) – Video content can increase the chances of front page Google ranking by 53 times (Cisco) – Forbes revealed that that 75% of executives questioned watch business related videos every week – Of those, 65% visit the marketer’s website after viewing a video – Forbes again – 50% of those who viewed a marketing video went on to make a purchase for their business – On average over 660,000 users are referred from Youtube to a branded B2B site each month (2012) Source: B2bmarketing.net and Youtube

Other people’s stats Study reports video embedded in email is a powerful tool: 88% report email with integrated video improves campaign performance 76% say it generates high click-through rates 72% say prospects more likely to buy after viewing video content sent via an email Source: Web Video Marketing Council and Flimp Media

Keep it short 3-5 minutes, tops – shorter than that if you can do it. Source: Forbes Insight 3-5 minutes, tops – shorter than that if you can do it.

How to get your 3-5 minute video done? A. An agency - $20–40K B. A production company – $10-15k C. Young (or old) and hungry - $2-5k D. In-house videographer - priceless

The camera matters Nice. Nicer. People are used to watching video – they prefer to watch movies

The camera matters Is that a bug or a feature?

Nuts and bolts A. Who’s the audience? The more targeted the better B. Bullet point outline of what you want to cover C. Storyboard/pre-script D. Shot sheet/interview answers/transcript E. Editing script F. Roughcut G. Final

music Yes.

Types of b2b video Animated/cartoon Whiteboard/illustration Time-lapse Talking head(s) Interview Presentation Montage On-location/at-event Behind-the-scenes/documentary Product demo Case study Animation Video

Animation – can be tricky Don’t get too busy . . . And OMG, that hand! LINK: https://www.youtube.com/watch?v=zDZFcDGpL4U

Animation – can be tricky This may be something we can all do ourselves? LINK: http://www.videoscribe.co/business

Toward a better demo Partnering with a (theoretically) objective 3rd party to create demos. LINK: http://www.videoguys.com/Item.aspx?SKU=448484342514E4F4D4

Everyone likes a case study Authenticity. Voice of the Customer. Happy ending. LINK: http://nsp.performedia.com/emc-tv/adp-case-study

GOOD OLD-fashioned STORY TELLING People like to hear a story. Slogans and specs - not as much. LINK: https://www.youtube.com/watch?v=VVh1AfGxhZA#t=29

You Don’t need to say anything Pictures and music can tell the whole story . . . LINK: http://www.zendesk.com/why-zendesk

Humor always wins Edmund Optics calls on the Zombie Apocalypse . . . LINK: https://www.youtube.com/watch?v=6tYxJbEiCNM

The quest for interactivity Stop the video and ask for an email address before continuing. LINK: http://www.catchtalk.tv/events/digitalshoreditch?video=will-harvey-proactive-creative-technology

The quest for interactivity Let it play a while, then make a suggestion of another video. LINK: http://www.kristakotrla.com/video-content-marketing-strategy/

The quest for interactivity Under your channel YouTube page, go to “CHANNEL” in the left-hand column Under the “CHANNEL” drop-down menu go to “InVideo Programming” Then you can customize the “Featured Video” Section how you would like LINK: http://www.kristakotrla.com/video-content-marketing-strategy/

Make youtube work harder Insert keywords into your video filenames. Host your videos on YouTube, and embed those YouTube videos into your own site. Optimize your YouTube videos by writing keywords into your videos' titles, descriptions, and tags. Embed videos into relevant text pages on your site. The context provided by the text on those pages - helps the search engines figure out what your videos are about. Create a video library on your site, so Google knows where to find your video content – use Google Video Sitemaps. PS: Remember some workplaces don’t allow Youtube in – so have a backup – downloadable version, other providers Source: Nate Elliott, Forrester Research

Events. Capture. Always. LINK: http://nsp.performedia.com/node/2029/

People I stole stuff from Mark Walker, CMI, How to Use Video Content to Drive Awareness, Leads, and Sales: A Guide http://contentmarketinginstitute.com/2013/04/video-content-b2b-content-marketing/ Web Video Marketing Council and Flimp Media white paper: http://www.flimp.net/video-marketing-whitepapers B2bmarketing.net - Business Video Statistics http://www.b2bmarketing.net/blog/posts/2013/06/06/25-stats-marketers-should-know-about-video Nate Elliott – Forrester Research Content Marketing Institute http://www.contentmarketinginstitute.com

Expression of gratitude! peter@performedia.com Source: Wikipedia